S&E MARKET TRENDS
INSIDE THE 2026 PLAYBOOK How Athletes & Entertainers Are Buying, Investing, and Planning for What’s Next
Wellness is no longer a luxury — it’s expected — from “real gyms (not a Peloton corner)” to cold plunge and sauna setups, plus resort- style pools and outdoor kitchens. Joe Yost shared that buyers want homes that fit their day-to-day lives, not just a place to sleep, emphasizing flexibility, offices, and dedicated training spaces. Even design preferences are evolving, with Julie Provenzano noting a return to “layers and textural warmth… a Ralph Lauren aesthetic over minimalism.”
Where they’re buying is just as intentional. Privacy continues to outweigh prestige. David Goodrowe highlighted strong demand for gated communities and estate-style enclaves, along with a growing “two-home approach” — pairing a lock-and-leave city condo with a more secluded primary residence. Ann Carsey Heaney summed up the broader shift: clients are valuing “proximity and privacy over the status of an address.” Florida remains a strategic anchor for many, offering both lifestyle appeal and long-term growth flexibility. Investment strategy has matured alongside lifestyle priorities. Megan Zamberlin Watson sees athletes purchasing homes near practice facilities with plans “to potentially rent down the road,” recognizing long-term upside and built-in demand. Brett Dickinson reports clients leaning more heavily on consultants and advisors to avoid financial missteps, reinforcing that the team behind the deal matters as much as the deal itself. Even amid market headwinds, the appetite to own remains strong — it’s simply more calculated. Looking toward 2026, Division members anticipate modest rate relief, gradually improving inventory, and renewed buyer engagement — a more balanced market defined by collaboration rather than competition. Real estate has become both a performance asset and a long-term wealth vehicle. Every purchase is viewed through the lens of career longevity, lifestyle alignment, and future transition.
In a year defined by discernment, 2025 became less about square footage — and more about intention. Insights from our Division members reveal a clear shift: lifestyle is leading, and strategy is close behind. “Patience is the name of the game,” said Tye Stockton, as buyers take longer horizons and make more selective decisions. Nicole Kessler noted clients are acting more like portfolio managers than emotional buyers, prioritizing resale value, optionality, and discretion. In a higher-rate environment, many leaned into all-cash offers, rate buydowns, or simply waited for the right opportunity — a sign that precision has replaced urgency.
What they’re buying reflects that mindset. Scot Drucker is seeing demand for turnkey + life- ready homes with smart security, generator readiness, and low-maintenance outdoor living.
The playbook makes one thing clear: today’s athlete and entertainer isn’t just buying for the moment — they’re building strategically for what’s next.
S&E Report 31
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